Bing Ads Quality Score
-
Hi Mozzers,
We've just imported (around two weeks ago) our Adwords into Bing and are just evaluating it.
Pretty much across the board, but especially our best performing Ad Groups are showing up with abysmal quality scores.
Case in point: our best ad group has mostly 10s, two 9s and one 7 in Adwords, yet nothing over 3 in Bing.
Specifically landing page relevance is rated poor, keyword relevance and landing page experience as "no problem".
So, what specifically is Bing looking for on landing page relevance that's dramatically different to Adwords?
The Bing help references a blog post of 2 years ago suggesting increasing keyword count - yet the pages do well in organic search and adding more keywords to the copy will start to look artificial and stuffed, so I'm very reluctant to start there!
Any pointers?
-
There was just a really great piece on how QS is estimated in Bing on SEJ by Ping Jen. I would definitely recommend a read through!
-
Quality Score is primarily related to Click thru rate. text ad and landing page relevancy is a very small part of quality score. Focus on CTR.....3% is OK, but 5% - 40% is where you really want to be.
Make sure you are also using all 3 extensions. phone, location & site-link extensions. These will increase CTR.
Also use Dynamic keyword insertion...mainly in headline. Also use punctuation at the end of line 1 description, because this will cause description to be included after headline.
Are you using broad match type? I highly suggest not using broad match type in adcenter. I stopped using broad match type in all of my clients account a year ago and have seen quality scores increase dramatically....my lowest scores are 7...mostly 8-10. I just use broad modified, phrase & exact. AdCenter has a horrible keyword matching algorithm, and will match search queries that are not really relevant to your keyword. Look at your search query report and build out a robust negative keyword list. Make sure to import/export negative keywords from adwords to adcetner and vice versa.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Adwords disapproving ads with the word "Jewish"?
Hi guys, I do marketing for many nonprofits, and one of my clients is a Jewish women's organization. In the past week or so, Google has started disapproving ads and keywords that have the word "Jewish" in them. I know Facebook got called out recently for allowing people to target based on anti-Semitic sentiments, so I'm wondering if this is just Google's terrible execution of caution. It's telling me that keywords with the word "jewish" in them (like "jewish women's organization in boston" is derogatory or dangerous). I've asked for Google's help, and they've been incredibly slow to respond. Is anyone else facing this with other religions or content? Natalie
Paid Search Marketing | | newwhy1 -
Google Product Ads
Hi,
Paid Search Marketing | | ChrisHolgate
I was wondering if I could ask is perhaps someone could give me some clarification as to how the amount we bid on Google Product Ads reflects the product positioning on Google Shopping? We have a Google Product Data Feed which is then linked up to our Adwords account so that we can determine a PPC bid amount. In instances like this it doesn't seem to make sense that one person may be paying 10ppc and another 20ppc when the buyers criteria for sorting merchants was purely down to the price. Since the buyer has the option to sort their products in price from minimum to maximum the sort order cannot be manipulated by Google based on the amount the merchant was paying. As such, how is determining a cost per click figure relevant when the customer is searching by base price low > high on Google Shopping? Surely I should just set the limit to £0.01 and rely on the customer determining the sort order (which ultimately will lead to a higher conversion rate) than allowing Google to skew the results based on bidding 20-30 times this amount? I should state that I'm in the UK. I do realise that a high PPC amount will increase our chance of exposure on standard search pages but my question does relate solely to results listed on Google Shopping. Thanks for your help! Chris0 -
Why is my quality score so low?
I am not sure if this is the best place to ask a PPC question but figured it was worth a shot. I am trying some different keywords around the word "wedding venue" for instance "amazing wedding venue" or "iowa wedding venue". This is the landing page, http://germanhausbarn.com/wedding-venue/ . What I can't figure out is why I am getting 1/10 quality score for most of those keywords. Is there something I am missing?
Paid Search Marketing | | EcommerceSite0 -
Put AdWords mobile ads in separate Campaign or AdGroup?
We want to ramp up traffic from the segment "Mobile with Full Browser" under enhanced campaigns in Google AdWords. Our Google rep said that it would be best to do this from within the same campaign. We're contemplating pulling the mobile traffic conversion effort out into its own campaign in order to more easily track performance. Background: We bid down traffic from "Mobile with Full Browser" to -100% because initially it performed poorly. We've improved our mobile experience and we want to try again. We're contemplating building mobile versions of our current ads using the AdWords functionality that does this, and watching how the mobile ads and the segment "Mobile with Full Browser" responds this time. Separate campaign or from within the same campaign. What would you do? Thanks,
Paid Search Marketing | | mbiskup0 -
Does sitewide SEO affect PPC Quality Score?
When evaluating a PPC landing page for Quality Score, does Google evaluate the other pages that the landing page is linked to? For example, if we have a well optimized page on the site for "Widgets", can it outscore a well optimized PPC landing page that is isolated in a "disallow" directory with no links into or out of the page? I'm not sure if I am making myself clear...
Paid Search Marketing | | CsmBill0 -
How important is Ad Group age?
We have an relatively old ad group running (from 2009) with an okay history. The average CTR is 3,19% and average position of **4,2. ** But the conversion (on website) is not really great. This has to do with bad landing pages, on products we don't actually want to sell. It's complicated but we have a new, better, landing page that we would like to advertise. Some ads would have to be combined, and others will have to be removed. Also the URLs will change. It would probably be best to start a fresh, new, clean ad group with a better structure. It would also be less work. The problem is; would this be a waste of the age and history of the current ad group? How big of a factor is this?
Paid Search Marketing | | Qon0 -
Multiple keyword match types - same ad group, or separate ad groups?
Hi guys, Looking at an account that has historically used broad matching, and i'd now like to take some of the better performing keywords and duplicate as phrase and/or exact match to increase the quality of traffic to the landing pages. I know I can add red shoes, "red shoes" and [red shoes] to the same ad group, however I've also read that people are creating separate groups for each match type. Other than easy of management (same group), or more granular targeting of ads (separate groups), should I go with either approach, or a blend of the two? My key objective in this restructure is to drop the currently high bounce rate on the landing pages by improving the relevance of the incoming traffic. Cheers, Jez
Paid Search Marketing | | jez0000 -
Your site is in organic results for adwords keyword - improved quality score?
Let's say I am targeting a keyword "Blue Widgets Cityname" with an AdWords campaign. My SEO landing page is coming up in position #6 in the organic results for this keyword. Because I have my website in the organic search results, does my quality score automatically improve? Conversely, my quality score could go up because the organic search results facilitate a higher CTR for both the ads and the organic results. However, I am wondering if there is a quality score algorithmic component that automatically makes my quality score go up simply because the same domain I am targeting is in the organic results.
Paid Search Marketing | | qlkasdjfw0